SWPA

Selling sex toys can be a profitable business venture with products in high demand, but it requires overcoming challenges that are unique  to the sexual wellness industry such as marketing, branding, customer service, and education. While industry has grown significantly and entered mainstream, the sensitive nature of the products means business owners must find a balance between promoting their products and dealing with shadow-banning and censorship. This guide covers everything you need to know about how to sell sex toys effectively, from branding to influencer marketing.

1. Understanding Your Market

Before diving into sales strategies, it’s crucial to understand your audience. Sex toys cater to a wide range of customers, from individuals and couples looking to enhance their sexual wellness to people exploring intimacy products for the first time, and seniors looking to reignite that spark and sizzle. The key to marketing is to segment your customers based on their needs, preferences, and desires.

  • Segmenting your market: Create customer profiles that reflect different interests (e.g., LGBTQ+, women-focused, couples, beginners, or luxury buyers).
  • Inclusivity: Your marketing efforts should be inclusive and diverse to appeal to a wide range of demographics.

2. Building Your Brand

Branding in the adult industry requires creating a strong, trustworthy identity. Consumers are more likely to purchase from a brand they trust and feel comfortable with. Focus on developing a brand that communicates openness, safety, and respect.

  • Name and Logo: Choose a name and logo that align with your brand’s mission. Avoid overly explicit names that might alienate potential buyers.
  • Values: Highlight the values of your brand, such as sexual wellness, education, body positivity, and inclusivity. This creates emotional connections with customers.
  • Tone of Voice: Use a tone of voice that is friendly, informative, and respectful. Avoid being too clinical or too provocative.

3. Effective Marketing Strategies

Marketing sex toys requires creativity and compliance with advertising regulations (many social media platforms restrict adult content). Here are a few methods to effectively promote your products.

a. Content Marketing

Content marketing can educate your audience about sexual wellness and the proper use of sex toys, which in turn helps establish trust.

  • Blog posts: Write articles about sexual health, how-to guides, and product recommendations to attract organic traffic via SEO.
  • Videos: Create instructional or educational videos that introduce your products and explain how they benefit the customer.
  • Email Marketing: Build a list of subscribers who are interested in learning more. Send them helpful content, exclusive offers, and product launches.

b. Social Media Marketing

Despite restrictions, social media is an essential tool for branding and community engagement.

  • Choose platforms carefully: Twitter can be more lenient with adult brands, but ensure you follow their guidelines. YouTube also allows for educational content as well. While Facebook and Instagram are challenging due to censorship and shadow-banning, there are still creative ways you can work around their restrictions, such as carefully choosing key words and hashtags that are not banned, and images that are less explicit and more suggestive.
  • Influencer collaborations: Partner with sex-positive influencers who align with your brand values. Their reach can increase product visibility and credibility.

c. Search Engine Optimization (SEO)

Optimize your website for search engines by targeting keywords related to sexual health, specific product types (e.g., vibrators, dildos, lubricants), and buying guides. While SEO is a long term plan, it can greatly improve organic search visibility and drive qualified traffic to your online store.

4. Educating Your Customers

Sex toys are a unique product because they often require consumer education. Many potential customers may feel unsure about which product is right for them or how to use it properly.

  • Product descriptions: Make sure your product descriptions are detailed and informative. Highlight key features, materials used, and potential benefits.
  • Buying guides: Offer guides to help new customers choose their first sex toy, explaining different categories (e.g., vibrators, anal toys, couples toys) and their intended use.
  • Customer service: Ensure your team is trained to provide non-judgmental, informative advice. Offering live chat options or in-store guidance can improve conversion rates.

5. Store Layout and Product Displays

If you run a physical store, layout and displays play a huge role in converting visitors into buyers.

  • Discreet and inviting: Design your store layout to be open and welcoming without overwhelming or embarrassing customers. Keep a balance between educational displays and product focus.
  • Product organization: Organize your products by category (e.g., for men, women, couples) and by feature (e.g., waterproof, rechargeable). This makes browsing easier for customers.
  • Try-before-you-buy: Offer tester stations where customers can feel the texture of products (e.g., vibrators),  turn them on, and show them how they can be used.

6. Converting Browsers into Buyers

Converting curious browsers into actual buyers requires a combination of excellent customer service, quality products, as well as desire and creating urgency.

  • Product demos: Offer discreet in-store demonstrations or virtual ones online, explaining product features and benefits.
  • Upselling and cross-selling: Suggest related products, such as lubricants or cleaning accessories, when customers are buying sex toys. This adds value and increases the average transaction size.
  • Limited-time offers: Create urgency by offering exclusive discounts, limited-time offers, or bundles to encourage customers to make a purchase.

7. Leveraging Influencer and Affiliate Marketing

Influencer and affiliate marketing can greatly expand your reach in a competitive market. These partnerships allow you to tap into an audience already interested in sexual wellness products.

a. Influencer Marketing

Collaborating with influencers in the sexual health or body positivity space can bring new customers to your brand.

  • Choose sex-positive influencers: Focus on influencers who promote sexual health, empowerment, and positive body image. They have an authentic voice that can resonate with your audience.
  • Product reviews: Offer influencers free products to review in exchange for exposure. Their personal experiences with the product will carry more weight with their followers.
  • Brand ambassadors: Partner with influencers for long-term campaigns where they act as brand ambassadors, promoting your products consistently over time.

b. Affiliate Marketing

Setting up an affiliate program allows others to promote your products in exchange for a commission on sales.

  • Affiliate platforms: Use affiliate marketing platforms to set up and manage your affiliate program.
  • High commission rates: Offer a competitive commission rate to attract high-quality affiliates who will actively promote your products.
  • Transparency and support: Provide your affiliates with clear guidelines and marketing materials to help them succeed, such as banners, product images, and content ideas.

8. Customer Service and After-Sales Support

Customer service is a major factor in building a loyal customer base and maintaining your reputation.

  • Discreet shipping: Always offer discreet shipping options to ensure customer privacy, which is crucial when selling adult products.
  • Flexible return policies: While most sex toy products are non-returnable for hygiene reasons, offer refunds or replacements in case of damaged or defective items.
  • Customer feedback: Encourage customers to leave reviews and provide feedback. These testimonials help build trust and guide future customers in their purchasing decisions.

Conclusion

Selling sex toys requires a well-rounded approach that encompasses branding, education, and marketing. By positioning your brand as a trusted source of sexual wellness products, educating your customers, and using creative marketing strategies, you can create a successful business in this growing industry. Be sure to provide excellent customer service, leverage the power of influencers, and maintain a strong focus on sexual health and education, which are key to building a loyal customer base.